Sainsbury's appoints AnalogFolk to roster

Sainsbury's has added AnalogFolk to its digital roster.

The supermarket called the pitch, which was handled by AAR, in May. Sainsbury’s uses Dare for its digital activity but claimed that it wanted to draw on "a wider resource base".

Sources said AnalogFolk has been given a brief to develop strategy and platforms for the brand’s retail business. It will also collaborate with Sainsbury’s advertising agency, Abbott Mead Vickers BBDO, and its content partner, Gravity Road.

Dare will continue to work on Sainsbury’s digital business, which it won in 2010 after a competitive pitch against agencies including AMV BBDO.

AnalogFolk and Dare declined to comment. A spokesman for Sainsbury’s said that the company would not comment on its arrangements with marketing agencies.

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Brands that forge an emotional tie are best protected from copycats
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1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

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